JCPenney shared its brand-new store, a completely reimagined format just outside of Dallas in Hurst, Texas, that represents the Company’s strategy to put the customer at the center of its business. The new retail outlet is the brainchild of Chief Executive Officer Jill Soltau, who is working to keep the struggling retailer afloat amid declining sales.  Penney's long term debt stood at $3.6 billion at the end of last quarter, according to Fortune.

As a brand-defining store, it is experiential at its core, and a direct result of what today’s shoppers want from a retailer. The store is built around data and insights learned from more than a year of extensive customer research, and it showcases the comprehensive foundational and transformational changes that the Company is implementing as part of a holistic plan to rebuild and renew JCPenney.

“Our customers are at the heart of everything we do,” said Soltau. "They told us that they want a retailer that reflects their lives, makes them feel good about themselves, is fun to shop and truly understands the important moments in their lives, big and small. We bring that complete experience to life at our brand-defining store.” Soltau continued, “this store is more than a renovated location, it is the fullest articulation of our customer-centered strategy, an investment in our future and a lab to inform decisions to return JCPenney to sustainable, profitable growth.”

For more information click on the new store, click here.